The online retailer, which launched its Prime subscription service in India in July, has signed a content deal with Mahesh and Mukesh Bhatt-owned Vishesh Films. The multiyear deal gives Amazon exclusive digital access to the entire catalogue of Vishesh Films — 53 titles — which include recently release Raaz Reboot, super hits like Aashiqui 2, Murder, Jannat and more.

“We have given the digital rights of our entire library of 53 films to Amazon,” Mukesh Bhatt, co-owner, Vishesh Films told ET. “It’s a very big size deal and will include the rights of our upcoming projects as well,” he said, while refusing to disclose more details. An Amazon spokesperson said the company does not comment on future business.

Experts say content will play an important role for the ecommerce player and exclusive deals will drive the business. “Exclusive content deals are a big driver for subscription among players like Amazon and Netflix. Considering that Amazon is bundling Video with its prime subscription, it will further boost the business,” said Ashish Pherwani, head-advisory, media and entertainment, at consulting firm EY.